Oak by Absolut released in travel retail

After a limited-launch in select US cities, Absolut is now introducing Oak by Absolut to travel retail around the world.

Oak by Absolut is created through a multi-step process of combining original Absolut Vodka with barrel rested and oak macerated Absolut Vodka bringing a balance between the smoothness of vodka and the character of brown spirits.

Complexity comes from using Swedish, American and French oak in a method involving virgin barrels, oak macerations that have been toasted to a precise degree, as well as carefully selected bourbon barrels. Through a multi-step process, the vodka is transformed adding a new depth of character and richness, a smooth and subtly smoky flavour with notes of vanilla, caramel and toasted oak.

Absolut has always had a history of innovation, from pioneering continuous distillation in 1879 to the creation of the first mass-produced flavoured vodka Absolut Peppar in 1986. With Oak by Absolut, Absolut is looking to take that spirit of innovation even further by elevating the vodka category and introducing new complexities and character to the spirit.

According to Per Hermansson, director of sensory design at Absolut: “I was inspired to create Oak by Absolut by the emerging trend of unique barrel-aged cocktails that brings a new versatility and flavour to even the simplest of cocktails. I wanted to see what could happen if we brought this new flavour dimension directly to the base spirit. The end result is better than we could have ever imagined.”

Oak by Absolut is now available in Gulf travel retail at an RRP of US$28.99 for 1L. This launch will be followed by Europe travel retail, Americas travel retail and Pacific travel retail from April and Asia travel retail from August. It will also roll out to further domestic markets from July 2016 onwards.

7 January 2016 - Felicity Murray The Drinks Report, editor